#3 Find and Start the Right Conversations – by Matt Lakajev

PlayBook#3 – (Framework sourced from Matt Lakajev’s strategy)

Why this Playbook matters

Content creates attention.
Conversations create revenue.
Matt is very clear about this:

→ Cash comes from conversations, not posts.

So we focus on moving people from passive viewers
to chats that lead to calls.

This Playbook gives you:

• Warm network activation
• Cold and “lukewarm” outreach
• Sales Navigator approach
• DM conversation flow
• Lead segmentation system

Section A — Start With Warm Leads First

(Quickest path to money)

Before searching for strangers, reconnect with the people who already know you.
This is called Warm Network Activation.

Steps:

1. Export/download your LinkedIn connections list
2. Identify anyone you have worked with or spoken to before
3. Message them using this simple re-activation script:

Warm Activation Script

“Hey [Name], it’s been a while.
I’m helping [target group] with [specific problem].
Are you still working on that or do you know anyone who might need help?”

Low pressure. Fast response. Easy pipeline lift with existing trust.

Section B — The “Closed-Loss” Campaign

(Revisit old leads every 30 days)

People who once said:
• “Not now”
• “No budget”
• “Maybe later”
may now be ready.

Matt’s rule:
→ Re-engage every 30 days.

Message template:

“Hi [Name], things change fast.
Quick check-in — is [problem] still a priority for you this quarter?”

This works because timing changes buying decisions.

Section C — Cold Outreach Strategy

(Better: Warm-introduced Cold)

Sales Navigator: Champions & Twins Method
One of Matt’s strongest strategies.

1. Identify your Champions
2. (best clients, super fans, most trusting buyers)
3. Use Sales Navigator to find Twins
4. People with the same:

• Industry
• Job title
• Company type/size
• Region

1. Filter to 2nd-degree connections
2. (to show mutual trust signal)
3. Send the message:

“Hi [Name], I noticed you’re connected with [Champion].
We helped them with [specific result].
Thought it might be worth connecting.”

Not cold anymore — trust inherited.

Section D — Lead Segmentation (The 3 Tiers)

Not every prospect is equal.
Adjust your speed of follow-up based on their intent.

This prevents wasted time and maximizes outcomes.

Section E — The Waterfall DM Technique

DMs must feel natural — not like a job interview.
Matt teaches this:

The Waterfall:

1. Acknowledge — validate them
2. Add value — offer a small resource or insight
3. Peel-back question — one targeted question
4. (Not paragraphs. Not multiple questions.)

Example sequence:

Step 1: “Appreciate your recent post on [topic] — great point.”
Step 2: “I have a case study that solves exactly that.”
Step 3: “Out of curiosity, is [pain point] part of your focus this month?”

This creates conversation without pressure.

Section F — “Sell Only the Next Step” Philosophy

Do not sell your full service in DMs.
Your only goal is micro-commitments that move forward.

Step-by-step progression:

1. Connection request
2. One reply
3. Resource clicked
4. Short chat
5. Short call booked
6. Full call delivered

Each step earns trust to unlock the next.

Section G — Real Tracking = Real Growth

Use a simple tracker (spreadsheet or CRM):

If you do not track, you cannot scale.

Matt calls this building a “Trust Score” system.

Mistakes That Kill Sales Conversations

The buyer should feel like the conversation is about them — not your target.

Quick Action Checklist

Complete these before you move to Playbook #4:

☑️ 25 warm reach-outs this week
☑️ Closed-loss follow-ups sent
☑️ Build a Champions list (min. 5 names)
☑️ 10 “Twin” outreach messages per day
☑️ Tag every active lead by Tier

When these are done —
Your pipeline will contain constant conversations.

Final Goal of Playbook #3

A healthy sales pipeline that never runs dry.

Once people are replying to you consistently,
you’re ready for:

Playbook #4 — Convert Conversations Into Sales Calls
(Scripts, trust gates, and call booking flow)

**←**







**#4 Convert Conversations Into Sales Calls →**

Matt Lakajev

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